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How to work with the media to drive your message home, effective communication techniques for companies
Working with journalists on environmental and ethical issues is becoming an ever larger issue for companies. Tobias Webb offers some tips for business.
The company's president went on the air. He suggested that the story was totally untrue and offered some numbers on what was expected of Firestone’s workers on plantations. CNN did the maths, and the working day on his figures ended up being over twenty four hours per worker, per day.
Such an example of how not to do media communications raises questions about practical steps companies can take to avoid the Firestone president’s fate live on air that day.
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Comments:
Firestone response to this article - from the president - Anonymous Anonymous, 11 Jun 2007
Mr. Webb:
I find it interesting that you use the interview of me on CNN International in your article “Strategy & Management: How to work with the media to drive your message home, effective communication techniques for companies.”
The fact of the matter is I did use the expertise and counsel of outstanding media relations professionals to prepare me for that interview. However, the interview on CNN International’s program “Inside Africa” misused what I said.
Using a colloquial expression that it takes “perhaps a couple minutes” to tap a tree and turning it into a literal mathematical equation is ridiculous. It was wrong and leaves viewers with a false impression.
Had they asked, I would have provided CNN specific information for the purpose of determining the typical work day. In fact, it only takes seconds for Firestone employees to tap a tree. These are professionals who do their job safely, efficiently and with great skill.
Immediately after CNN International aired this interview, we contacted the producers to question why a colloquial expression was presented as an accurate mathematical equation. CNN International did not reply to Firestone’s inquiries.
You use this interview as an example of mishandling the media, calling it “Firestone’s big screw up.” Yet, none of your tips actually address what really happened. Perhaps in your next article, you could address what steps to take when you are prepared for a media interview, a reporter or producer twists what is said (in the production booth after the interview) leaving the wrong impression with the audience, no opportunity to respond on camera, and then fails to correct the story when they are provided the facts.
I understand your need to introduce your article with an interesting scenario, but next time, please get the facts straight before printing. You can start by visiting www.firestoneliberia.com.
Regards,
Daniel J. Adomitis
President, Firestone Natural Rubber Company
Firestone's PR - Anonymous Anonymous, 18 Jun 2007
SIR,
We are relieved to hear that prior to his CNN interview, Mr. Adomitis had the counsel of "outstanding media relations professionals." We fervently hope he will continue to employ the same professionals in future and we have no doubt your other readers would be interested to learn what firm Firestone employs.
As for Firestone's "professional" plantation workers, we invite your readers to view recent photos of these efficient and highly skilled professionals, widely available on the Internet.
Sincerely,
Bama Athreya
Executive Director
International Labor Rights Fund
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